MICHELIN - FORMULA LIKES feat. Nelsinho Piquet #digital #activation
For many years, there has been a great rivalry between Brazil and Argentina. In soccer, politics, history, and other cultural aspects, these neighbors have never gotten along so well. So, what could be more challenging for a Brazilian than to compete against an Argentinian, and vice-versa? For sure, having to play for the same team.
Knowing that, we launched Michelin Formula likes. The first car race live covered by real fans, from both countries. 8 Michelin Fans- 4 Brazilian and 4 Argentinian - were invited to watch the Buenos Aires race for Formula E, with all expenses paid. But they had to overcome the countries' rivalry and work together in teams to cover the whole race and create exclusive content through Social Media, in their own race against each other. After all, the love for speed has the power to overcome all rivalries. Check it out!